Bikewagon Acquired by L9 Sports


WOODS CROSS, Utah (January 26, 2016) — North Salt Lake City’s Bikewagon, one of the country’s biggest online bicycle retailers, has been acquired by winter sports retailer L9 Sports. The joining of the two companies enables Bikewagon to continue the healthy growth in revenue and net income that it has experienced since its inception in 2004.

L9 Sports sells skis, snowboards and winter sports gear through their online store and through multiple retail stores along Utah’s Wasatch Front. The company’s goal is to provide as much value as possible to the middle-market outdoor enthusiast.

The management team of Bikewagon, led by co-founder and CEO Dale Majors, will continue indefinitely with L9 Sports and will be responsible for all bike operations. It is anticipated that L9 will maintain both websites ( and simultaneously and fulfill all orders from L9’s distribution center in Woods Cross, Utah.

“L9’s fantastic customer service reputation, paired with their executive team and strong financial backing, made this deal very attractive,” Majors said. “The union will enable Bikewagon to offer a wider range of products, and our customers will benefit from the added resources through more product deals and categories.”

With humble beginnings and nearly identical growth trajectories, the two companies have much in common. These commonalities, along with similar customer bases, will allow both stores to benefit from operational redundancies while continuing to provide excellent customer service.

“We’ve been looking for an opportunity to expand our product offering, but we weren’t willing to compromise on service standards and overall commitment to our customers,” L9 Sports CEO Mitch Lamb said. “That is why this acquisition was so appealing to us. The Bikewagon team has done a great job of offering a product mix that provides tremendous value to their customers while maintaining great service levels. They will be a great fit with our team.”

Within the next month, Bikewagon will move their warehouse, retail store and operations from their North Salt Lake, Utah, location into L9 Sports’ nearby Woods Cross building. Bikewagon will begin selling bikes and cycling gear in L9’s physical retail stores in Salt Lake City and Lehi, Utah this spring (See the Bicycle Shop Directory for location information).

Bikewagon was established in Salt Lake City in 2004 when Dale and his father, George Majors, began selling overstock bike parts in their garage. Over the following decade, Bikewagon grew to employ 25 people and ship over 15,000 orders each month to its global customer base.


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